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Abstract: According to the report, more than 85% of enterprises are confident in their overseas market layout, and more than 60% of enterprises plan to expand their overseas business. With the maturity of China's technology and the improvement of supply chain capabilities, Chinese enterprises have entered the 4.0 stage guided by product power and brand power. Enterprises not only increase R&D efforts, improve product hard power and cost performance, but also pay more attention to the creation of brand benefits and build user minds.
While mature markets such as North America and Western Europe have solid economic fundamentals and high consumer purchasing power, the rapid development of emerging markets also provides new opportunities for Chinese companies. The rapid growth of the digital economy in the Middle East, Southeast Asia and other regions, coupled with a large number of young consumers, has provided new impetus for Chinese enterprises to expand overseas. Especially in the Middle East, cross-border e-commerce, new consumption, social entertainment and other fields have become popular tracks for Chinese enterprises to go overseas.
Categories such as clothing, mobile phone and digital, and computer office occupy an important position in global advertising. The apparel category showed a significant growth trend at the beginning of the year and in the middle of the year, and overseas apparel companies can target key nodes for marketing. In the first half of the year, the number of advertisements in the mobile and digital categories fluctuated, with the peak period in January and May and June, and the low volume in March and April.
In the specific category launch analysis, the clothing category is obviously affected by festivals and seasons, and overseas clothing companies can use the New Year and Spring Festival shopping tide to increase brand exposure; The mobile phone and digital categories began to pick up in March, and it is speculated that festivals such as the Spring Festival and summer vacation, as well as the release of new digital products, may stimulate consumer purchases and prompt brands to increase their investment. The computer office category was significantly affected by the holiday, which declined in January, began to rise in March, and gradually decreased in June, which is close to the holiday.
Excerpts from the report are set out below
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